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All Journal Mabsya: Jurnal Manajemen Bisnis Syariah
Kharisma Fitri Rahmawati
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Economics, Econometrics & Finance Social Sciences

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Tiktok Media in Purchase Decision: The Effect of User Generated Content (UGC), Brand Equity, and Digital Marketing on Skincare Product Andriansyah; Kharisma Fitri Rahmawati; May Dedu; Agustina
Mabsya: Jurnal Manajemen Bisnis Syariah Vol. 7 No. 2 (2025): Mabsya: Jurnal Manajemen Bisnis Syariah
Publisher : Fakultas Ekonomi dan Bisnis Islam, Universitas Islam Negeri Prof. K.H. Saifuddin Zuhri Purwokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24090/mabsya.v7i2.13563

Abstract

This study focuses on determining how much influence User Generated Content (UGC), Brand Equity, and Digital Marketing have on Purchase Decisions. This research is motivated by using the Tiktok platform as a Digital Marketing medium that influences Purchase Decisions, especially on skincare products. The phenomenon of user generated content (UGC) on Tiktok has created a new paradigm in digital marketing strategies and the formation of brand equity. This research methodology is quantitative, with a survey approach to 235 respondents aged 18-36 years who have purchased skincare products based on content on Tiktok. Data was collected through online questionnaires with purposive sampling techniques and analyzed using Structural Equation Modeling - Partial Least Square (SEM-PLS); each association between variables has a p-value less than 0.05. This finding shows that user generated content (UGC), brand equity, and digital marketing significantly affect the purchase decision of skincare products. These findings also provide important implications for skincare companies in optimizing digital marketing strategies through the Tiktok platform.
Co-Authors Agustina ANDRIANSYAH May Dedu